Using content to create a lead gen powerhouse
The content strategy behind Demi International’s whopping 1,031% traffic surge.
Content Strategy Case Study | October 2022 – April 2025
1,031%
boost in blog traffic
472%
increase in top 3 keyword rankings
$7.5K
estimated monthly value of organic leads via the blog
Overview
From curiosity to conversion: building a funnel that works
We helped Demi International, a leading registered training organisation (RTO), build a content marketing strategy that drove meaningul traffic, and new students.
By showing up earlier in the search journey and supporting potential students from their first “how do I start?” search all the way to “where do I enrol?”, we turned their blog content into a serious lead machine.
The challenge
Ranking well, just not at the right time
When we presented a content proposal to Demi, they were already seeing strong results from course-specific searches, thanks to our Google Ads and SEO work. But there was a gap… a big one.
The brand wasn’t showing up when students first started exploring career options. That meant by the time their site appeared in search results, their competitors had already made the first impression and built a rapport. Not ideal.
We needed to create a content strategy that could step in early, answer the right questions, and provide value to future students through every stage of the decision-making process.
The solution
Helping students move from “which RTO” to "how do I enrol?"
Meeting students where they search.
The first step? Figuring out what prospective students were actually searching for, long before they landed on a course page.
Spoiler: it wasn’t as simple as targeting “beauty industry careers.”
Our content marketing research took us much higher up the funnel to topics that sparked interest and intrigue.
Creating ‘how to become’ pillars
We began with high-volume, early-stage search queries focused on career-driven keywords like “How to become a barber.” These pillar pieces captured attention and answered the questions prospective students were already asking, establishing Demi’s authority early in the search journey.
Building visibility at every stage
From there, we expanded into the messy middle: courses, career outcomes, industry insights, and real-life benefits. Think: “More than a fade: how barbershops are shaping men’s mental health” and advice on how to kickstart a beauty side hustle. These pieces keep users engaged, answer objections, and help them see a successful future in the industry.
Real students, real stories
To close the content loop, we brought in the human element: real student stories that show what it’s like to study with a leading RTO and what’s possible after graduation. This is how we turned curiosity into connection and conversion.
Ongoing content refreshes and media
We didn’t just set and forget. Posts were regularly refreshed for accuracy, industry updates and timeliness. We also introduced video assets to add a visual layer, deepend engagement, and improve time on page. These updates have helped fuel their growing presence in AI Overviews—another sign that high-quality, strategic content pays off.
The results
From blog traffic to bottom-line impact
Blog traffic skyrocketed 1,031%—
a steady stream of traffic, trust, and leads
Demi’s content strategy wasn’t about chasing clicks for the sake of it. It was about showing up meaningfully to nurture their growing and diverse audience.
The results speak for themselves: Blog content became a core driver of site traffic, increasing sessions by more than 10x in under 3 years.
Here’s a quick snapshot of the last three years – October 2022 to April 2025
Ranking for the right terms
We’ve grown top 3 keyword rankings from 11 to 63, with our RTO now visible across every key point in the funnel.
Organic leads that bring real value
The blog now generates 25–30 organic leads each month, worth an estimated $7.5K in value. That’s some serious ROI from content that’s always working behind the scenes.
1,031%
boost in blog traffic
$7.5K
average monthly conversion value from blog traffic
25-30
organic leads per month—and climbing!
49
blog citations in Google's AI Overviews
63
top-ranking keywords
1
content strategy that made it happen
What does the future hold?
Demi International’s blog content is now cited by Google’s AI Overviews for 49 high-volume keywords. That’s no small feat, especially considering the rest of the site only shows up for five.
This content has staying power. And with rolling updates and a powerful ongoing content strategy from our team, it’s only going to become more visible and influential.
The content Searcht has created collaboratively with our team is really aligning so well with the strategy for the Demi International brand. It feels cohesive, on-message, and is clearly resonating with our audience. It’s exactly the kind of long-term value we were aiming for.
Start with strategy. Start with Searcht.
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